New Delhi: Times Internet Ltd plans to invest $100 million (around Rs.660 crore) in marketing platform Colombia, as part of its efforts to develop innovative marketing technology solutions.

Colombia is a smart marketing platform that allows marketers to connect with digital consumers.

“The acceptance of Colombia among both the marketer and the publisher community has been remarkable with over 50 external premium publishers signing up to leverage Colombia as a native platform in the last six months,” said Gulshan Verma, chief revenue officer, Times Internet.

“This investment is a show of confidence in Times Internet’s ability to build world-class technology platforms that scale,” he added.

The continued investment will be focused on expanding Colombia’s capabilities to leverage insights and data about users across multiple marketing formats including display, video as newer formats such as coupons and purchase formats for a wide variety of marketers, Times Internet said in a statement.

“Colombia is currently processing billions of requests a day and matching the right marketing offer to the right users at the right time and the right format, considers more than 1,000 separate attributes in real-time. It will only scale up further,” said Swapnil Srivastava, COO, Adtech and Colombia.

As per the statement, Colombia, a native advertising platform, has been created to give marketers the ability to engage with nearly 200 million digital users a month across Times Internet Ltd properties and partner publishers.